MSC Cruises Celebrates 10th Anniversary of MSC Book Platform

MSC Cruises Celebrates 10th Anniversary of MSC Book Platform

MSC Virtuosa in Liverpool Photo Credit Spacejunkie2 - Flickr images

MSC Cruises marked the 10th anniversary of MSC Book, its online reservations platform for travel agents, highlighting its success with the support of 120,000 agents worldwide.

Since its launch in 2014, the platform has helped agents book over 10 million guests on MSC voyages. The company expressed gratitude to agents for a decade of collaboration and reaffirmed its commitment to growing partnerships with current and new agencies.

To celebrate its 10th anniversary, MSC Cruises is offering digital gifts to agents who complete a short survey to gather feedback on MSC Book. The company will also host webinars to showcase planned upgrades to the reservations platform.

MSC Cruises’ local sales teams will lead these online sessions in collaboration with senior representatives from the headquarters-based e-commerce team. Additionally, MSC Book’s home and promotions pages have been redesigned to reflect agent feedback and improve the platform’s functionality.

MSC Cruises unveils TV ad

Photo by Dave Jones

MSC Cruises has launched its first long-term TV branding campaign in the U.S. with an ad titled “In the Summertime.” The commercial will appear on a variety of cable channels.

The commercial’s music, “In the Summertime,” is a 1970 pop hit rerecorded with MSC’s own lyrics by the original artist, Ray Dorset of Mungo Jerry. “In the Summertime,” which features a washboard introduction, topped the pop charts in 26 countries in the summer of 1970. 

“As we plan for MSC Divina to sail year-round from Miami starting in November 2015 and then our next-generation, newbuild, MSC Seaside, to come to Miami in 2017, you’ll see a significant increase in MSC’s marketing efforts,” said Bonnie Levengood, MSC Cruises USA's senior vice president of marketing.

In June, the company will launch MSC Book, a new booking engine for travel agents that it says will improve the end-user experience and make the booking process as quick and simple as possible. 

At the same time, MSC will reveal a revamped travel agent site with a new look and feel, and later this summer it will launch a new consumer website.